60 test bank for integrated marketing communications 3rd asia pacific edition

E all of the answers supplied for this question are correct IMC requires that all of a brand’s communication media __________.. E none of the answers supplied for this question are corr

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60 Test Bank for Integrated Marketing Communications 3rd Asia Pacific Edition

by Chitty Mutiple Choice Questions - Page 1

The TOMA model represents

1 A too many advertisements

2 B top-of-mind awareness

3 C top model appreciation

4 D towards money allocation

5 E none of the answers supplied for this question are correct

Sales promotions are designed to

1 A create brand awareness

2 B influence customer attitudes

3 C stimulate immediate sales of a product

4 D reduce manufacturing costs

5 E all of the answers supplied for this question are correct

IMC requires that all of a brand’s communication media

1 A deliver consistent messages

2 B reach the same audience

3 C utilise in-store displays

4 D seek long-term objectives

Products that are high in quality and represent good value

potentially possess high

1 A brand availability

2 B brand equity

3 C brand personality

4 D all of the answers supplied for this question are correct

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The marketing mix for a brand consists of

1 A product

2 B price

3 C promotion

4 D place

In general, the single-voice, or synergy, principle involves selecting

a specific for a brand

1 A positioning statement

2 B marketing mix

3 C pricing strategy

4 D advertising budget

A form of person-to-person communication would be

1 A advertising

2 B sales promotion

3 C personal selling

4 D promotion

IMC

1 A is limited to the use of mass media

2 B starts with identifying the major competitors

3 C strives to achieve synergy

4 D has the main objective of increasing brand awareness

The adoption of IMC necessitates

1 A increased faith in mass media advertising

2 B decreased reliance on highly targeted communication methods

3 C greater demands imposed on communication suppliers

4 D decreased efforts to assess communications’ return on investment

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A(n) is the key idea that encapsulates what a brand is intended to stand for in its target market’s mind

1 A advertising platform

2 B positioning statement

3 C mission statement

4 D advertising objective

5 E vision

Fundamental marketing communication decisions include

1 A positioning, mixing elements, budgeting and setting objectives

2 B targeting, budgeting, evaluating and planning

3 C positioning, evaluating, planning and forecasting

4 D positioning, targeting, setting objectives and budgeting

Advertising

1 A is a form of person-to-person communication

2 B consists of all marketing activities that attempt to stimulate quick buyer action

3 C consists of all marketing activities that attempt to stimulate immediate sales

of a product

4 D often assumes the form of news items

5 E involves direct communication that is pinpointed to each B2B customer or ultimate consumer

The world’s strongest brands are characterised by many traits, one

of which is

1 A consistency

2 B design

3 C innovation

4 D all of the answers supplied for this question are correct

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Marketing communications implementation decisions include

1 A mixing elements, creating messages, selecting media and establishing momentum

2 B creating messages, planning media and evaluating responses

3 C designing advertisements, pre-testing advertisements and evaluating responses to advertisements

4 D mixing elements, creating messages, selecting media and evaluating responses

An implicit characteristic of IMC is the building of relationships with customers Which of the following features is not a characteristic of relationship building?

1 A repeat purchases

2 B huge acquisition costs

3 C enduring links between a brand and consumers

4 D customer loyalty

According to the brand awareness pyramid, consumers begin by being

1 A aware of the brand

2 B true to the brand

3 C unaware of the brand

4 D not sure of the brand

5 E skeptical of the brand

IMC starts with profiling the

1 A manufacturer

2 B wholesaler

3 C retailer

4 D customer

5 E competitors

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For the firms that market them, brands play a key role in

1 A achieving economies of scale by producing a brand in mass quantity

2 B creating barriers to entry for competitors who want to introduce their own brands

3 C providing a key means for differentiating one company’s offering from competitive brands

4 D enabling a manufacturer to gain leverage vis-á-vis retailers and other marketing intermediaries

Using different forms of marketing communications,

communications’ basic objective is

1 A to facilitate the successful introduction of new brands

2 B to improve corporate relations with special interest groups

3 C to create good publicity

4 D to increase customer loyalty

The notion that all elements of the marketing mix must be

coordinated and that all must speak with one voice is called

1 A micromarketing

2 B integrated marketing communications

3 C the marketing concept

4 D the promotion concept

5 E the single-voice theory of communications

The process whereby thoughts are conveyed and meaning is shared between individuals or between organisations and

individuals is known as

1 A communication

2 B marketing

3 C personal selling

4 D exchanging

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5 E promotion

The practice of promoting the interests of a company and its brands

by associating with a specific event is known as

1 A sales promotion

2 B publicity

3 C point-of-purchase communications

4 D advertising

5 E sponsorship marketing

The basic dimension of brand equity is

1 A brand image

2 B brand associations

3 C brand personality

4 D brand awareness

A is a name, term, sign, symbol or design, or a

combination of these, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors

1 A brand

2 B market

3 C tradename

4 D trademark

5 E guarantee

Initially, the marketing communication program involves making

1 A fundamental decisions and budgeting decisions

2 B fundamental decisions and implementation decisions

3 C implementation decisions and evaluation decisions

4 D financial decisions and evaluation decisions

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According to the brand awareness pyramid, top-of-mind awareness (TOMA) comes directly after consumers

1 A recognise the brand

2 B buy the brand

3 C recall the brand

4 D trial the brand

According to Keller, brand awareness comprises

1 A brand knowledge and brand experience

2 B brand recognition and brand recall

3 C brand knowledge and brand recall

4 D brand equity and brand knowledge

The goal of IMC is to

1 A increase brand awareness

2 B affect the behaviour of the targeted audience

3 C learn how to outsell the competition

4 D lower production costs

60 Free Test Bank for Integrated Marketing

Communications 3rd Asia Pacific Edition by Chitty

Mutiple Choice Questions - Page 2

According to Keller, brand knowledge comprises

1 A brand equity and brand image

2 B brand equity and brand communications

3 C brand awareness and brand image

4 D brand awareness and brand loyalty

5 E brand awareness and brand advertising

Making brand-level marketing communications decisions include making

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1 A fundamental decisions and implementation decisions

2 B evaluation decisions and financial decisions

3 C short-term decisions and long-term decisions

4 D fundamental decisions and subsequent decisions

What is the initial challenge for new brands?

1 A achieving brand awareness

2 B enhancing brand image

3 C achieving brand preference

4 D achieving brand insistence

5 E building revenue premium

The increasing demand for accountability means that _

is very important

1 A branding

2 B program evaluation

3 C objective setting

4 D advertising

5 E direct mailing

An example of co-branding is when

1 A you buy a Qantas flight ticket with an American Express credit card

2 B you buy petrol and groceries at the same retail outlet

3 C ink is placed in a Bic pen

4 D Nicole Kidman wears Chanel

The objective of marketing communications is to enhance brand equity as a means of

1 A defining the marketing mix

2 B increasing consumer brand loyalty

3 C increasing short-term sales

4 D reducing the advertising budget

5 E reducing the promotional budget

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The following events have been influential in changing marketing communication practices:

1 A increased reliance on billboard advertising

2 B decreased usage of highly targeted communication methods

3 C greater competitive environment in luxury goods

4 D increased efforts to invest in brand’s recall strategies

Fundamental marketing communications decisions are

, while implementation decisions are

1 A conceptual; strategic

2 B conceptual; practical

3 C practical; tactical

4 D tactical; conceptual

5 E practical; conceptual

Which of the following is a source by which brand meaning can be leveraged?

1 A other brands

2 B places

3 C things

4 D people

5 E all of the answers provided for this question are correct

The new Myer Visa card is an example of

1 A ingredient branding

2 B personality branding

3 C retail branding

4 D co-branding

5 E services branding

Marketing communicators meaning and create associations for their brands by connecting them with other objects that already possess well-known meaning

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1 A promote

2 B locate

3 C leverage

4 D advertise

5 E obtain

A marketing communication objective is

1 A to improve market share

2 B to reward shareholders

3 C to expand the sales force

4 D to make the brand the envy of the market place

The world’s strongest brands have all the following traits except

1 A innovation

2 B positioning

3 C continuing relevance

4 D corporate monitoring of sources of brand equity

5 E consistency

The most important requirement for successful co-branding is that the brands possess

1 A a common budget

2 B a common manufacturing base

3 C a common fit

4 D a common country of origin

Key features of IMC include

1 A profiling the target market and using the relevant media

2 B achieving communication synergy

3 C building customer relationships

4 D influencing the target market’s behaviour

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When two brands enter into an agreement that has the potential to enhance the brand equity and profitability of both brands, this is known as

1 A dual branding

2 B dominant branding

3 C equitable branding

4 D co-branding

5 E twin branding

Jenny went into a jeweller shop to look at the watches, but she was unfamiliar with some of the brands The salesperson told her that they were all Swiss-made, meaning they were made in Switzerland, which is known worldwide for the quality of the timepieces produced there From which source are these brands leveraging their brand meaning?

1 A other brands

2 B people

3 C places

4 D things

5 E names

Before consumers recognise the brand they must

1 A be aware of the brand

2 B buy the brand

3 C recommend the brand

4 D go to the shopping mall

An example of ingredient branding is when

1 A you buy a Qantas flight ticket with an American Express credit card

2 B you buy petrol and groceries at the same retail outlet

3 C ink is placed in a Bic pen

4 D Nicole Kidman advertises Chanel

5 E Dell computers have a sticker on them saying ‘Intel Inside’

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Fundamental marketing communications involves making decisions about

1 A targeting

2 B positioning

3 C campaign objectives

4 D budgets

Anne is asked by a market researcher to tell him the particular thoughts and feelings she has about UWS libraries A particular thought or feeling that comes to Anne’s mind is known as a (n)

1 A brand dimension

2 B cognition

3 C brand link

4 D association

5 E think-feel linkage

When a brand remains relevant and consistent, it displays

characteristics associated with

1 A consumer products

2 B world-class brands

3 C service provision

4 D brand personality

5 E brand wearout

When the Nutrasweet logo is included on the packaging of brands such as Diet Coke, this is an example of

1 A ingredient branding

2 B co-operative branding

3 C brand equity

4 D brand endorsements

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May is asked by a market researcher to list all the brands of toothpaste she can think of Which type of awareness is this assessing?

1 A recall

2 B recognition

3 C positive awareness

4 D free-association awareness

5 E aided recognition

Profiling a target market involves _

1 A collecting competitor’s information

2 B analysing past purchase orders

3 C determining their lifestyles

4 D selecting the most suitable statistical method

The trend over the last two decades has been to spend

1 A more on billboards and less on movie advertising

2 B more on advertising and less on promotions

3 C more on promotions and less on advertising

4 D less on both advertising and promotions

5 E more on both advertising and promotions

It has been said that marketing and communications

_

1 A are virtually inseparable

2 B require total organisation effort

3 C are difficult to monitor in a competitive environment

4 D produce rewarding return on investment

Brand meaning can be leveraged by

1 A employees

2 B endorsers

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